Green Retail World visited the Matchesfashion and Hurr fashion rental pop-up in London’s Mayfair this week.
From 21 November to 23 December 2022 at Matchesfashion’s 5 Carlos Place store, the rental collection is being given pride of place on the first floor of the townhouse venue which the online retailer uses for events, meetings, and to provide a physical representation of its brand.
Consumers can try on garments, rent them that day, or reserve them for future events.
Matchesfashion and Hurr coming together is the latest example of a UK fashion retailer adopting a more circular strategy. Renting rather than buying is viewed as a way of keeping items in circulation for longer and ensuring garments get more use than they would if they were purchased outright.
Megan Reynolds, fashion & marketing director at Matchesfashion, said: “We see circularity, in its various forms, as an imperative ingredient to luxury fashion’s future.”
The partnership between Matchesfashion and Hurr, which provides the online platform behind the rental operation and also works with companies such as Mulberry, John Lewis, and Flannels, has been labelled ‘Matchesfashion Rental’.
In another nod to its growing focus on circularity, Matchesfashion was hosting a repair and alteration showcase when Green Retail World visited on 7 December. Run by fashion brand, Our Legacy, the pop-up was in support of the Swedish company’s new range called ‘Work Shop’, which consists of items made from deadstock fabrics.